>> in san francisco, yeah. >> it's an important thing. people are starting to build out the narrative around the product, you know, knowing the person who makes the product is an important part of the removal -- [inaudible] [inaudible] of information around product. that's what we suffered from for thirty years. that's what allowed us push stuff overseas. it's still in my shop, it's made local, right? it's not. what people starting to question is what -- is the story. you know, they know the guy who -- mark tells that story with real pride because he knows the guy. you know, and that's what we find our customers as well. their customers know them, and have a personal relationship to them. and that's vitally important. because it's about reinvigorating a social contract. >> i think i would attribute that to facebook as helping raise the bar with the expectations that you should know what your money is going to and what you're funding or what you're buying. because now it's easy to know the story behind the story if you adopt know the story